Exclusive: Indian kids genuinely celebrate Children's Day: ZEEL's Tiwari

Come November and kids await to celebrate a day dedicated to them – Children’s Day! While everyone celebrates this day, whether a child or not, however, it is not the same for some children.

Understanding this, Zee Cinema went out of its way to celebrate this Children’s Day with some special orphan children.

While this is the first time that Zee Cinema is hosting an event for children and in three cities, it is however not the first time that Zee Cinema is doing an on ground activity of this sort. Kids from various orphanages are brought together where they will spend time with the team watching Happy New Year, followed by a sumptuous lunch and then let themselves loose to play indoor games and have other activities!

Adgully caught up with Ruchir Tiwari, Deputy Business Head, Hindi Movie Channels, ZEEL to know the idea behind this initiative and more on the same.

Tiwari mentions that the basic idea of celebrating Children’s Day with orphan kids excited him. “The whole team chalked out plans of what should be done and which cities should they do it etc. Starting in Mumbai, this initiative will travel to Delhi on 8th November and Ahemdabad on 10th November. The marketing team does keep an eye on the calendar. Halloween was definitely not the right fit for something that children would enjoy. So they decided to do it on Children’s Day. India being a country where Children’s day is more celebrated than Halloween (kids per se), so we decided to go with that idea. It’s their day and they would have all kind of fun and that was the whole idea. I believe it is a well thought out marketing initiative”, he said. Tiwari is of the opinion that Happy New Year is a fun movie with not much of adult content which the kids would enjoy.

He is sure that kids will have a great day. Talking about initiatives from the corporate side Tiwari added, “Zee Cinema has always been taking corporate initiatives to educate children and there are many such initiatives that the corporate has taken in the past as well. With one city already done, the team is excited for its event in the cities to follow. Mumbai was indeed great.

They did give children a lot of goodies and things that they would enjoy. We’re sure that the kids have had a great time”, he added.

Speaking about how to explore the talent that they see in a child, he added that this is such an industry where one is constantly on the lookout for talented people.

Elaborating on the activity front, he said, “Zee Cinema did think of doing other things like showing them movies all day. But in the end the kids would have got bored. So they combined all fun activities and planned a day out with them”.

Well, a well planned initiative for the special ones!

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